Dairy looks to capitalize on e-commerce boom

Consumers are increasingly going online to grocery shop.

Martha Kemper with Midwest Dairy tells Brownfield e-commerce “came to life” during the pandemic.

“And then it sort of became part of their regular routine.”

At the height of the pandemic online grocery sales exploded from single digits to over 70 percent and have now settled around 60 percent.

Kemper says the shift opens a lot of doors for dairy.

“We not only have the opportunity to remind consumers to keep and put milk in their cart, but also the adjacencies (like) how to use milk more frequently perhaps with coffees or cereals or other usage occasions to get them to use dairy.”

Midwest Dairy is being visible in the digital space by using banner ads identifying dairy as a category that consumers should explore.

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